Luis Ayala, Editor of "Got Rum?" magazine, Rum Consultant and Founder of The Rum University.
Luis Ayala with Snifter of Rum
Luis Ayala, Editor of "Got Rum?" magazine, Rum Consultant and Founder of The Rum University.
Rum’s Treacherous Journey
As rum distributors or retailers attempt to increase their sales volumes, they often ask rum producers to reduce their costs of goods. Those who agree can do so by decreasing the alcoholic strength of the rum, by reducing the quality or age of the rum, or through other creative ways.
When these actions go un-checked and un-regulated, the result is always the same: the perception of rum as a quality-distilled product is damaged and consumer or trade confidence in the category starts to fade.
Fortunately for rum, there is a gathering of Rum Master Blenders and Distillers, Directors and CEOs, all focused on the long-term improvement of rum. I am, of course, referring to the Congreso del Ron, which celebrates its third year this month in Madrid, Spain.
I have been honored to be named Commissioner General of the conferences and the competition that comprise the event. I have been involved in many heated round tables where Master Blenders from around the world describe their short and long-term challenges and then sit back and explore quality-centric, long-term solutions with their peers. The same happens at an executive or managerial level, where plans and strategies are developed to protect markets, influence the development or modification of government norms and regulations.
As I’ve written previously in this column, rum is constantly adapting to a changing environment. The product inside the bottle is a testament of everything the producers have had to do to remain profitable. I don’t want to envision a world where these companies have to face their challenges alone, so I am extremely grateful for the labor being done by the organizers of the Congreso del Ron to provide a safe haven for like-minded distillers and bottlers to strategize about ways in which rum’s quality can improve and endure.
My glass is raised high, my gaze fixed on the horizon. Cheers!
Luis Ayala, Editor and Publisher